The Vertu Group usually give a discount. My discount was £750, off the AP, then with Motability giving £750, it was a good whack, this was end 2023 when the I5 Ultimate was pricey.
The dealerships get advance notice by a couple of weeks on Quarter pricing. If one dealer dude is telling you its gonna be a lot higher, its a no brainer to order before the new quarter begins. After all, you could cancel if its lower or get the new rate applied.
It could be that Hyundai want to clear old models, and want to clear outstanding stock, with incentives.